DFS readies upgraded duty free and luxury outlets for anniversary event

By Luke Barras-hill |

DFS’ luxury boutiques and duty free shops in the A and G concourses have received a makeover.

Luxury travel retailer DFS Group is set to unveil its newly renovated luxury boutiques and duty free shops at San Francisco International Airport (SFO) on 1 June.

A grand re-opening event timed to coincide with DFS’ 50th anniversary of operations at the airport will take place in the presence of officials, VIP customers and local celebrities at the Terminal G concourse .

The company has overhauled its two flagship duty free stores situated in the A and G concourses in recent months as it welcomes back international travellers visiting locations throughout the US.

In addition, boutiques such as Gucci, Burberry, Hermès and the world’s first in-airport Saint Laurent have been remodelled to world-class standards.


The event on 1 June will kick off 50 days of celebration, highlighting exclusive products and gifts plus other novelties from the Bay area.

Featured brands and products include Benefit Cosmetics, wines from the Napa and Sonoma vineyards, confections from the Ghirardelli Chocolate Company and See’s Candies, and spirits from Hangar 1 Distillery and Gold Bar Whiskey.

Above and below: DFS Group’s revamped stores are situated in the A and G concourses just past the newly expanded security checkpoints. The design of the shops is designed to reflect the ‘laid-back yet cosmopolitan essence of San Francisco’. The facade of the duty free shops twins iron-painted international orange (the colour of the Golden Gate Bridge) with natural wood.

Digital experiences such as interactive wine tables will uplift travellers’ journeys, while DFS has also partnered with duty free shopping app Inflyter to allow travellers to browse and buy duty free as soon as a flight bookings have been made.

DFS Chief Executive Officer Benjamin Vuchot said: “DFS is honoured to have served travellers to San Francisco and the Bay Area for more than five decades. We are delighted to show our appreciation to them by expanding our retail offering here at San Francisco International Airport to include even more luxury brands, new products, and elevated customer experiences that take airport retail to new heights.”

In recent months, DFS has partially or fully reopened stores across its network at Honolulu and Maui, Saipan, Guam, Okinawa, Auckland, Cairns, Sydney, Singapore, Ho Chi Minh, Hanoi, Hong Kong, Macau, Venice and Paris.

The travel retailer has partnered with Shenzhen Duty Free to run a downtown duty free business in Haikou Mission Hills.

DFS announced is opening two Gallerias in Oceania; one in Queenstown, New Zealand, set for Q4 2022, and another in Brisbane, Australia, to open by Q2 2023.

The company is also expanding its network in Macau SAR where it currently operates seven stores.

Ivar C. Satero, Director, SFO, added: “SFO forms the first impression of San Francisco for millions of travellers around the world. For more than half our history, DFS has been a part of the journey, creating an airport experience that travelers love. With this newest facility, DFS has brought a uniquely San Francisco sense of place to life, one which we know travellers will enjoy for years to come.”

All images courtesy of Sergio Gomez.

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